Summary
This tool builds the baseline for many journeys across the website.
Timeline of Activity
Activity Timeline
Overview of the reporting time frame within this analysis. Major milestones or changes will be added to the time line below as the site gains new or changed content.
Summary of Website Journeys
Top line Journey Results
All Journeys
All major journeys across the National Trust website areas.
Landing Pages
First pages of a user journey.
Device
Journeys from specfic devices or operating systems.
Commercial
Any journey that contains a commercial journey.
Top Level
Journeys from the home page onward to other significant areas of the website.
Property Pages
Journeys to a NT property page.
Discovery
Journeys categorised as a research or discovery journey.
Journeys in Detail
Journey Performance
Baseline Summary
Below is a summary of the website journeys looking at data from 2021-12-11 to 2022-06-07. This table is sorted by the difference between the baseline and the new site baseline difference percentage. Poor performing new journeys should come to the top.
| Journey Name | Baseline Visits | New Site Visits Avg. | % Visits Diff. |
|---|---|---|---|
| Members Area Entry | 1704 | 462 | -72.9 |
| Shop Entry | 4036 | 1550 | -61.6 |
| Commercial: Donate Checkout Steps 1-2 | 289 | 145 | -49.8 |
| ALL Email | 7690 | 4136 | -46.2 |
| ALL Shop | 5601 | 3495 | -37.6 |
| Commercial: Holidays Checkout Steps 1-4 | 284 | 179 | -37.0 |
| Commercial: Shop Checkout Steps 1-4 | 322 | 207 | -35.7 |
| Shop: Any Shop Page to Step 1 | 805 | 518 | -35.7 |
| Holidays Entry | 3278 | 2178 | -33.6 |
| Holidays: Any Holidays Page to Step 1 | 496 | 344 | -30.6 |
Below is a summary of the total number of journeys which are higher or lower than their baseline.
| Number of Journeys Higher or Lower than Baseline | No. |
|---|---|
| Lower | 13 |
| Higher | 34 |
Journey Heatmap
Insights:
Anomaly Analysis By Journey
Below is the count of anomalies detected for each journey, this is sorted by the number detected in the post launch period. Journeys higher up this list will need more investigation than lower journeys.
Positive anomalies are where the visit data exceeded the upper boundary of the data window. Negative anomalies are where the visit data fell below the lower boundary of the data window. The Net value is an overall count of the anomalies: (Positive Anomalies - Negative Anomalies = Net).
Higher negative values for Net columns indicate the journey fell below the expected amounts for the journey. 1 Anomaly = 1 day where the data was above or below expectations.
| Journey Name | Positive | Negative | Net | Positive | Negative | Net |
|---|---|---|---|---|---|---|
| Home to Our Cause | 4 | 12 | -8 | 2 | 46 | -44 |
| Home to Support | 4 | 24 | -20 | 0 | 41 | -41 |
| Home to Donate Form | 3 | 11 | -8 | 1 | 29 | -28 |
| Home to Art | 7 | 15 | -8 | 1 | 27 | -26 |
| Home to Shop | 6 | 25 | -19 | 0 | 22 | -22 |
| Home to Search Results | 10 | 17 | -7 | 1 | 20 | -19 |
| Home to Days Out | 11 | 18 | -7 | 2 | 20 | -18 |
| Membership: Renew | 4 | 10 | -6 | 2 | 17 | -15 |
| Home to Holidays | 4 | 12 | -8 | 1 | 15 | -14 |
| Commercial: Membership Checkout Steps 1-4 | 3 | 26 | -23 | 2 | 15 | -13 |
| Days Out to Places Search | 8 | 16 | -8 | 2 | 15 | -13 |
| Holidays Entry | 8 | 2 | 6 | 2 | 15 | -13 |
| Days Out to Places Map | 3 | 8 | -5 | 2 | 14 | -12 |
| Home to Join | 9 | 16 | -7 | 1 | 13 | -12 |
| Membership: Join Us | 3 | 22 | -19 | 2 | 14 | -12 |
| Days Out to Property Page | 9 | 19 | -10 | 1 | 12 | -11 |
| Homepage Entry | 9 | 14 | -5 | 2 | 12 | -10 |
| Join Us Entry | 4 | 3 | 1 | 4 | 14 | -10 |
| Shop: Any Shop Page to Step 1 | 6 | 16 | -10 | 1 | 10 | -9 |
| Commercial: Shop Checkout Steps 1-4 | 2 | 5 | -3 | 1 | 8 | -7 |
| Commercial: Holidays Checkout Steps 1-4 | 3 | 12 | -9 | 1 | 7 | -6 |
| Days Out Entry | 8 | 11 | -3 | 4 | 10 | -6 |
| Holidays: Any Holidays Page to Step 1 | 6 | 11 | -5 | 1 | 5 | -4 |
| ALL Desktop | 8 | 2 | 6 | 3 | 5 | -2 |
| ALL Direct Traffic | 2 | 0 | 2 | 6 | 8 | -2 |
| ALL Apple iOS | 12 | 7 | 5 | 7 | 8 | -1 |
| ALL New Visitors | 7 | 5 | 2 | 5 | 6 | -1 |
| Commercial: Donate Checkout Steps 1-2 | 0 | 6 | -6 | 1 | 2 | -1 |
| Property Page Seen | 18 | 11 | 7 | 3 | 4 | -1 |
| Shop Entry | 8 | 8 | 0 | 0 | 1 | -1 |
| ALL Main Site | 7 | 4 | 3 | 5 | 5 | 0 |
| ALL Mobile | 10 | 7 | 3 | 8 | 8 | 0 |
| ALL Visits | 8 | 5 | 3 | 6 | 6 | 0 |
| Members Area Entry | 16 | 0 | 16 | 0 | 0 | 0 |
| ALL Android | 7 | 5 | 2 | 8 | 7 | 1 |
| ALL Holidays | 20 | 11 | 9 | 1 | 0 | 1 |
| ALL Natural Search | 20 | 12 | 8 | 5 | 4 | 1 |
| ALL SEO | 15 | 14 | 1 | 5 | 4 | 1 |
| ALL Tablet | 9 | 2 | 7 | 4 | 3 | 1 |
| ALL Repeat Visitors | 11 | 5 | 6 | 7 | 5 | 2 |
| ALL Shop | 8 | 3 | 5 | 2 | 0 | 2 |
| ALL Affiliates | 6 | 2 | 4 | 16 | 12 | 4 |
| ALL Paid Social | 0 | 0 | 0 | 4 | 0 | 4 |
| ALL PPC | 4 | 3 | 1 | 9 | 5 | 4 |
| ALL Social | 3 | 0 | 3 | 6 | 2 | 4 |
| Commercial: Renew Checkout Steps 1-3 | 5 | 2 | 3 | 8 | 4 | 4 |
| ALL Email | 6 | 2 | 4 | 8 | 0 | 8 |
Commercial Analysis
Membership
Insights:
Summary
Insight for Journey: Commercial: Membership Checkout Steps 1-4
[Min] The lowest amount of Visits was 1028 observed on 10 Mar.
[Average] This was -52.8% less than the average of 2179.
[Max] During this period, the amount of Visits peaked at 5213 on 15 Apr.
[Spike] The most recent peak in Visits increased notably on 02 May, where a significant peak of 4038 Visits was observed.
[Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was POSITIVE over the last 7 days the trend has been NEGATIVE. This is a 4.4% difference from the previous week.
Funnels
Week on Week performance
Membership funnel completions through the journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Week on Week performance
Membership funnel completions through the checkout journey, this variation includes the Join Us page prior to the start of the Membership funnel journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue
Metric: Membership Revenue (ev5) (event5)
Revenue:
Sales:
Metric: Membership Step 4.0 - Confirmation (Serialized) (ev26) (event26)
Metrics
| Date Range | Journey Name | Step 1 | Step 2 | Step 3 | Step 4 - Confirm | £ Revenue |
|---|---|---|---|---|---|---|
| 22 - 28 May | Commercial: Membership Checkout Steps 1-4 | 6986 | 5775 | 5341 | 4886 | 605336 |
| 29 - 04 June | Commercial: Membership Checkout Steps 1-4 | 8792 | 7493 | 6943 | 6437 | 772620 |
Flows
Membership conversions by Channel. Start: 2022-05-29 to 2022-06-05.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 113.
Renewals
Insights:
Summary
Insight for Journey: Commercial: Renew Checkout Steps 1-3
[Min] The lowest amount of Visits was 62 observed on 18 Mar.
[Average] This was -60.8% less than the average of 158.
[Max] During this period, the amount of Visits peaked at 438 on 23 Apr.
[Spike] The most recent peak in Visits increased notably on 20 May, where a significant peak of 378 Visits was observed.
[Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -0.1% difference from the previous week.
Funnels
Week on Week performance
Renewal funnel completions through the journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Week on Week performance
Renewal funnel completions through the checkout journey, this variation includes the Join or Renew page traffic prior to the start of the funnel journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue
Revenue:
Metric: Renew Revenue - Serialized (ev79) (event79)
Sales:
Metric: Renew Step 3.0 - Confirmation - Serialized (ev76) (event76)
Metrics
| Date Range | Journey Name | Step 1 | Step 2 | Step 3 - Confirm | £ Revenue |
|---|---|---|---|---|---|
| 22 - 28 May | Commercial: Renew Checkout Steps 1-3 | 1334 | 1121 | 875 | 87224 |
| 29 - 04 June | Commercial: Renew Checkout Steps 1-3 | 1008 | 874 | 677 | 68926 |
Flows
Renewals conversions by Channel. Start: 2022-05-29 to 2022-06-05.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 103.
Holidays
Insights:
Summary
Insight for Journey: Commercial: Holidays Checkout Steps 1-4
[Min] The lowest amount of Visits was 118 observed on 24 Dec.
[Average] This was -49.1% less than the average of 232.
[Max] During this period, the amount of Visits peaked at 485 on 30 Dec.
[Spike] The most recent peak in Visits increased notably on 16 Jan, where a significant peak of 436 Visits was observed.
[Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a 0.2% difference from the previous week.
Funnels
Week on Week performance
Holidays funnel completions through the journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Week on Week performance
Holidays funnel completions through the checkout journey, this variation includes the any page in the Holidays section prior to the start of the funnel journey. Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue
Metric: Holidays Booking Total Revenue (Serialised) (ev125) (event125)
Revenue:
Sales:
Metric: Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) (event134)
Metrics
| Date Range | Journey Name | Step 1 | Step 2 | Step 3 | Step 4 - Confirm | £ Revenue |
|---|---|---|---|---|---|---|
| 22 - 28 May | Commercial: Holidays Checkout Steps 1-4 | 282 | 249 | 238 | 224 | 218673 |
| 29 - 04 June | Commercial: Holidays Checkout Steps 1-4 | 305 | 275 | 268 | 246 | 288038 |
Flows
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 78.
Shop
Insights:
[Min] The lowest amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was 15, which occurred on Feb. 3rd and was 84% less than the average of 92.
Summary
Insight for Journey: Commercial: Shop Checkout Steps 1-4
[Min] The lowest amount of Visits was 101 observed on 10 Jan.
[Average] This was -61.9% less than the average of 265.
[Max] During this period, the amount of Visits peaked at 1046 on 30 Dec.
[Spike] The most recent peak in Visits increased notably on 22 Jan, where a significant peak of 749 Visits was observed.
[Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -3.3% difference from the previous week.
Funnels
Week on Week performance
Shop funnel completions through the checkout journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Week on Week performance
Shop funnel completions through the checkout journey, this variation includes the any page in the Shop section prior to the start of the funnel journey. Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue
Metric: Shop - Revenue
Revenue:
Shop Orders:
Metric: Shop - Order Step 4 - Order Confirmation (Serialized) (ev182)
Metrics
Here is the individual trends for shop sales. Add Revenue events too.
| Date Range | Journey Name | Step 1 | Step 2 | Step 3 | Step 4 - Confirm | £ Revenue |
|---|---|---|---|---|---|---|
| 22 - 28 May | Commercial: Shop Checkout Steps 1-4 | 836 | 623 | 621 | 557 | 23824 |
| 29 - 04 June | Commercial: Shop Checkout Steps 1-4 | 715 | 562 | 561 | 520 | 20026 |
Flows
Shop conversions by Channel. Start: 2022-05-29 to 2022-06-05.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 10.
Donate
Insights:
Summary
Insight for Journey: Commercial: Donate Checkout Steps 1-2
[Min] The lowest amount of Visits was 92 observed on 07 May.
[Average] This was -57.8% less than the average of 218.
[Max] During this period, the amount of Visits peaked at 842 on 12 Dec.
[Spike] The most recent peak in Visits increased notably on 24 Dec, where a significant peak of 537 Visits was observed.
[Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was POSITIVE over the last 7 days the trend has been NEGATIVE. This is a 1.6% difference from the previous week.
Funnels
Week on Week performance
Donation funnel completions through the checkout journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue:
Metric: Donate Revenue (Serialized) (ev114) (event114)
Revenue:
Sales:
Metric: Donate Step 2.0 - Complete (Serialized) (ev116) (event116)
Metrics
| Date Range | Journey Name | Step 1 | Step 2 - Confirm | £ Revenue |
|---|---|---|---|---|
| 22 - 28 May | Commercial: Donate Checkout Steps 1-2 | 872 | 707 | 17966 |
| 29 - 04 June | Commercial: Donate Checkout Steps 1-2 | 845 | 675 | 13897 |
Flows
Donate conversions by Channel. Start: 2022-05-29 to 2022-06-05.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 15.
Anomaly Plots By Journey
Baseline Dates: 2021-12-11 to 2022-03-10. Launch Dated (Red Line): 2022-03-11 to 2022-06-08.
## [1] "This process took 1.71711593468984 minutes to run. "Last Run Date: ‘09 June, 2022’